IPA Effectiveness Awards 2014 – A summary from a healthcare agency point of view
The IPA Effectiveness Award winners have been announced for 2014. Many agencies entered their campaigns but none were quite as successful as Grey London who picked up the Effectiveness Company of the Year Award. Their outstanding creative thinking and hard work can be seen throughout their 4 winning campaigns.
Their work for the Danish fashion brand Only won gold by producing an interactive film to sell clothes rather than the transitional catalogue approach. Online sales increased by near 300% in 2013.
The Fairy liquid campaign turned a potentially vulnerable brand to 60% market share. Grey London emotively communicated Fairy’s beliefs of ‘value’, ‘care’ and ‘national family’ through a series of vintage adverts that reconnect with the nation. The USP of Fairy lasting twice as long as the next brand has been backed by the Advertising Standards Agency when challenged by competitor, Persil. The judge’s deemed the campaign “very clear, very single-minded revitalisation of an iconic brand used emotional advertising to drive changes in behaviour, delivering strong sales”. The brand grew revenue from £93million to £130million and increased penetration from 60% to 65%.
The Sensodyne Pronamel campaign saw an increase of 10 million people purchasing the product. The acid wear toothpaste was designed for a gap in the evolving dental healthcare market. Grey London introduced a TV-heavy strategy of public awareness campaigns to maintain Sensodyne’s leadership in this new category.
The crown jewel of Grey London’s offerings was the Gold Award winning “You’ve been Vinnied” campaign or the British Heart Foundation. The campaign combined the house-hold actor Vinnie Jones with the Bee Gees song Stayin’ Alive to educate the public on how to treat a cardiac arrest by performing hands-only CPR before a paramedic arrives. The aim was to create a social impact, spark conversation and be shared. With 86% recognition in 4 weeks and being directly attributed to saving 30 lives, this approach was a success. The judge’s comment on the fantastic insight, and the great creative nature the authors demonstrated.
Grey London has published their reaction on their website:
“We could barely have hoped for a better night at the IPA Effectiveness Awards – one of the most prestigious award shows on the planning circuit and the most rigorous test of effectiveness in the world. Our four shortlisted entries – a joint industry high – saw us collect two Gold and two Bronze awards, as well as scooping the Best Multi-Market gong and (wait for it…) IPA Effectiveness Agency of the Year 2014; a phenomenal achievement.”
Other success for Grey London can be seen at the Campaign Big Awards where they secured 2 Golds, 4 Silvers, a ‘highly commended’ and being named Direct Agency of the Year.
The 2014 IPA Effectiveness Awards have seen the other healthcare agencies flourish. Darwin received Gold in Best Small Budget for their Pancreatic Cancer Action campaign. Pancreatic cancer is the 5th biggest cause of cancer death in the UK but has the worst prognosis of 3% survival rate. The campaign was a talking point in the media due its shocking emphasises on a patients wish to have a more survival cancer, such as breast cancer. The judge’s admire the bold creativity with only a £78,000 budget and the wealth of earned media attention that resulted in a quarter of the UK population newly recognising the symptoms of pancreatic cancer.
Bronze Awards to agencies with healthcare divisions went to:
- Ogilvy & Mather London for the Expedia campaign and the Milo campaign
- Havas Media for the EDF Energy campaign
- Publicis London for the Garnier campaign
- Saatchi & Saatchi for the Mattessons/Fridge Raiders campaign